See how successful advertisers are lowering cost-per-lead by over 70%

Do Your Ad Results Need A Boost?

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The Fix: Match up Your Ads with Tailored Landing Pages

Let’s face it: The way most advertisers match up ads with destination pages today isn’t effective.

Why? Largely because nobody’s considering user experience post-click. The bulk of advertisers spend time exclusively on the ad platform side tweaking audience targeting, adjusting keyword bids, testing ad copy, and scripting to automate small tweaks. (Sound familiar?)

This approach produces diminishing returns over time, and it's getting pricier and pricier to get ads to convert. But the best in the biz are outperforming everyone because they know: 

Improving a visitor's overall experience is the key to lowering ad costs.

How important is experience? Well, consider that, in reality, people click through from your ads, land on your average destination page and:

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They feel like they’re in the wrong place and can’t find what they’re looking for

When a visitor clicks your search ad for 15% off wireless headphones and can’t find this exact same offer on your generic site page containing all of your electronics, they get frustrated and bounce.

2

They aren’t convinced your offer is right for them

If you’re using a generic page from your site as a catchall for your ads, it’s unlikely this page is specific enough to the offer at hand. The page likely doesn’t:

  • Establish trust with your visitor
  • Speak to the details of why your offer is best, or
  • Minimize distraction by presenting a single call to action.

The way most advertisers match up ads with destination pages today isn’t effective.

They aren’t convinced your offer is right for them

If you’re using a generic page from your site as a catchall for your ads, it’s unlikely this page is specific enough to the offer at hand. The page likely doesn’t:

  • Establish trust with your visitor
  • Speak to the details of why your offer is best, or
  • Minimize distraction by presenting a single call to action.
unbounce

If you’re currently matching your ads up with the best page you happen to have right this moment (which—let’s face it—can be a fairly generic option), you can actually start to lower your CPA by building landing pages that are incredibly tailored to your ads.

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CONVERSION

DISTRACTIONS

Website

Wait, I thought I was using landing pages already?

For clarity on this, Google uses the term ‘landing page’ to refer to absolutely any page someone could “land on”. But, for our purposes here, we define a landing page as a standalone web page:

  • With no site navigation
  • Built to convey details for only one specific offer, and
  • Containing one focused call to action.

vs

CONVERSION

CALL TO ACTION

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Landing Page

Part of the reason improving user experience with landing pages gives you such a massive advantage over your competition is because it’s a tactic only especially savvy digital marketers tend to use right now.

Furthermore, you tend to see compounding benefits once you begin using especially tailored pages—namely a better Quality Score and Ad Rank (wherein you takeover the best ad positions):

Your new and improved landing page

best wireless headphones

Your Competitor’s Ad

Ad

https://yourcompetitor.com/webpage

Your Competitor’s Ad

Ad

https://yourcompetitor.com/webpage

Your Ad

Ad

https://yourcompany.com/landing-page

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Higher Quality Score

Improved Ad Rank + Impression Share

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Aside from better positions, your Search Impression Share will also improve, meaning you'll appear for a higher percentage of queries than your competitors in general.

In short, Google rewards advertisers who figure out the whole user experience thing ;)

How custom landing pages drive down your CPA

Real Examples of Companies Reducing Costs with This Approach

Because it can seem too good to be true, it’s probably best we share a few real life examples.

Below you can see how two real advertisers have been lowering their CPA for Google Search campaigns by creating tailored landing pages. Also, check out those conversion rates! Whew!

Webistry ran Google search ads for CAC Construction with the goal of bringing in high quality leads for newly built homes in a new residential area. This company’s average cost per quality lead is $60.

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Digital Agency: Webistry

CLIENT

CAC Construction

A Canadian home building and development company.

INDUSTRY

Construction / Real Estate

CAMPAIGN GOAL

Lead generation

Before: Client’s website

After: Unbounce-built landing page

Results when ad pointed to website

August 2016 – July 2017

Results when ad pointed to landing page

August 2017 – July 2018

CPA

$138.67

CPA

$39.75 (    $98.92)

CPC

$2.08

CPC

$1.59

CONVERSION RATE

1.5% 

CONVERSION RATE

4.0%

QUALITY SCORE

6

QUALITY SCORE

8

IMPROVEMENT IN RESULTS

71% decrease in CPA

167% increase in conversion rate

“When a construction company selling high value homes more than doubles their leads for the same dollars spent, the impact on their bottom line is significant…Not only did lead volume go up, so did lead quality."

Jonathan Naccache

Co-founder of Digital Agency Webistry

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Outdoor Adventure Marketing

COMPANY

Uinta Recreation

Utah's most trusted source for outdoor recreation rentals.

INDUSTRY

Travel / Recreation

CAMPAIGN GOAL

Lead generation

(phone calls and form submissions)

Before: Client’s website

After: Unbounce-built landing page

Results when ad pointed to website

Results when ad pointed to landing page

December 2017 - May 2018

June 1, 2018 to July 12, 2018

CPA

$83.00

CPA

$15.00 (    $68)

CPC

$2.00

CPC

$1.26

CONVERSION RATE

8.28%

CONVERSION RATE

2.06% 

QUALITY SCORE

8

QUALITY SCORE

10s (for certain keywords)

IMPROVEMENT IN RESULTS

82% decrease in CPA

302% increase in conversion rate

With tours costing $150 per person, a booking could be worth anywhere from $300 to $1,500, resulting in incredible ROI even with conservative close rates."

Dustin Hoyman

Director of Business Growth at Outdoor Adventure Marketing

CPA: $138.67

CPC: $2.08

CONVERSION RATE: 1.5%

QUALITY SCORE: 6

CPA: $39.75 (    $98.92)

CPC: $1.59

CONVERSION RATE: 4.0%

QUALITY SCORE: 8

CPA: $83.00

CPC: $2.00

CONVERSION RATE: 2.06%

QUALITY SCORE: 8

QUALITY SCORE: 10s (for certain keywords)

CONVERSION RATE: 8.28%

CPC: $1.26

CPA: $15.00 (    $68)

Awesome Results, Right?

but you’re likely thinking…

Well, fortunately not. The good news is, you only need one page to try this out. 

And, we get it. Most companies don’t have someone who can build tailored landing pages fast. Your developers are busy, and you’ll need something pretty branded looking.

And this is where we can help. Instead of hand-coding landing pages, you can use Unbounce's easy drag and drop builder to make an on-brand page fast (you can even set it live with an ad before you leave the office). 

As many savvy advertisers are finding, these custom pages are just the trick.

Wait a minute...I’ve gotta build a custom landing page for each Ad Group? That’ll take forever!

Interested in lowering your CPA?

Yes – I want to see how easy it is to build tailored landing pages

or

I’d be interested in some conversion advice for my existing page

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Yes – I want to see how easy it is to build tailored landing pages

I’d be interested in some conversion advice for my existing page